Asda Executive Summary

Asda is a British supermarket chain that retails in food, toys, clothing by George, electrical products etc. They also have a mobile network called Asda mobile. They are currently the second largest chain in the UK. Asda is a profit making company they sell their goods cheaper compared to other companies.

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They also have a change of suppliers every year. Asda also has a trend that attracts customers that is “you save money everytime” this attracts the customers as they will get their shopping done at a lower price than the rival companies such as Tesco which is also very popular.

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However, this is not the case for many other businesses as they see recession as actually creating an opportunity for making long-term profits. The recession has helped businesses to come out stronger than ever. Waitrose had seen sales fall as customers chose to buy from rivals such as Asda/Tesco. In response to that Waitrose launched its 'essential Waitrose' range in an attempt to win over customers that have abandoned the chain in favour of cheaper outlets such as Asda or even Lidl and Aldi. Waitrose has woken up to the recession and they realized that they need to make their value message clearer. The performance of Waitrose,

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In times of recession people tend to be very conservative when spending and the people see that ALDI offers value add to their spending by saving them money in their groceries.

Promotions – Aldi uses a combination of above-the-line and below-the-line promotions with a focus on its ‘Like Brands’ and ‘Swap & Save’ campaigns.

ASDA is a public limited company and the second largest supermarket in the UK. ASDA founded in 1949 under the name of Associated Dairies and Farm Group. Asda offers various types of goods and service such as clothing, grocery, electronics, home furnishings and baby product (ASDA, 2014).

If the customers do their shopping online from this they can save the travel cost and less time; if customers go to the shop, they have to look around for the product they want to buy but online it’s just one click of a button. If they look at the ASOS website it's very straightforward and eye catching for the customer who doesn't know who to use a computer would easily be able to use the website for their shopping. If still the customer can't find the things they are looking for they can find that by writing in the search engine:

Tesco is the largest supermarket retail chain in the United Kingdom with Sainsbury being their closest rival. It is also the third largest retail chain in the world. In the beginning Tesco started off by selling basic groceries before diversifying into many different markets. In 2007 Tesco was operating in the following fields:

Tesco is the leading food retailer in Britain, they have also focused on building non-food sales which are available in store and online. Tesco is one of the world’s largest retailers with approximately 4,331 stores in 14 countries which include Asia, Europe and the United States. (Tesco, 2011). See appendix 1 for a map of the countries Tesco operate in.

Sainsbury 's is the second largest cable of supermarkets in the United Kingdom with a share of the UK supermarket area of 16.8%. Originated in 1869 by John James Sainsbury with a shop in Drury Lane, London, the company developed the biggest grocery dealer in 1922, recognized self-service trading in the UK, and taken its peak through the 1980s. In 1995, Tesco passed Sainsbury 's to become the marketplace lead, and Asda developed the second leading in 2003, relegating Sainsbury 's to third place. The holding company, J